Head of Product Design · 2024 — Present
Access by Troon
Platform Design & Design Systems
The Challenge
Troon manages 900+ golf courses worldwide. The Access platform is how millions of golfers discover courses, book tee times, manage memberships, and earn loyalty rewards. When I joined, the product had grown organically — different teams building different features with different patterns. The result was a fragmented experience that didn't feel like one product.
The Approach
Started by auditing every surface of the product — web, mobile, email, in-course signage. Mapped the inconsistencies and identified the highest-leverage places to create cohesion.
Built a design system from scratch. Not a component library — a full system of tokens, patterns, and principles that could scale across platforms and teams. Buttons, inputs, cards, navigation — every element designed once and used everywhere.
Redesigned the core booking flow. A tee time search looks simple: pick a course, pick a time. But underneath is real-time inventory, dynamic pricing, membership tiers, guest passes, loyalty point redemption, and rate restrictions. The challenge was making all of that complexity invisible.
Established a tiered subscription model with clear visual language — each tier has its own identity while feeling part of the same family. Premium, Platinum, and standard access levels that communicate value without confusion.
The System Behind the System
A golf platform isn't just screens — it's a living system of courses, rates, availability windows, membership tiers, and loyalty mechanics. Every design decision has to account for hundreds of edge cases across different course types, time zones, and pricing models. The design system wasn't just about visual consistency — it was about creating a shared language between design, engineering, and operations.
Designing for Scale
With 900+ courses, you can't design for one and hope it works everywhere. A beachfront resort in Scottsdale has different needs than a municipal course in Ohio. The system had to be flexible enough to accommodate wildly different contexts while maintaining a cohesive brand experience. This meant building adaptive components that could handle variable content, different tier configurations, and localized pricing — all without breaking.
Membership & Loyalty
The Access membership is the core of the business. Designing the tier system meant balancing aspiration with clarity — members need to understand what they get, what they could get, and why upgrading matters. Points earning, redemption, tier status, renewal — each touchpoint had to reinforce value without overwhelming. The visual language uses subtle gradients and iconography to differentiate tiers while keeping the overall experience clean.
Outcomes
Unified design system adopted across all product surfaces
Redesigned booking flow serving millions of tee time transactions
Tiered membership experience driving subscription growth
Component library reducing design-to-dev handoff time significantly
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